Taking the time to create a viable corporate culture means implementing an ongoing means of internal communication that will champion the culture and encourage employees to be proud of it.

Company leaders play a key role in defining and shaping corporate culture. Leadership is a mandatory alignment tool if a company is to have any hope of using culture to define its performance.

The strategies that leaders can use to turn corporate culture into a tactical and competitive advantage are many, but they have something in common: they revolve around communication. It sounds simple, but being sure to consistently talk about your culture and the behaviours that you believe drive and nurture it will help sustain it.

Leaders don’t do this enough. Think about the internal meetings you hold, for example. They’re probably oriented to day-to-day execution, project management or possibly planning and strategy. But how often do you sit back and say “Let’s talk about behaviours”? It’s essential for leaders to create forums to talk about the values their companies holds dear and whether they are living and breathing within your staff. These can range from off-site leadership sessions to informal meetings and discussions.

For example, groups of “WestJetters” from across the company regularly gather together to reconnect and receive the latest business updates at sessions called “Culture Connections.” These half-day events allow team members from across Canada to share stories about their WestJet experiences and to pose questions directly to the organization’s leaders. By connecting cultural beliefs with our corporate vision and day to day execution, Culture Connections helps to re-energize WestJetters and fuel the culture. Employees feel more connected to the team and the brand. And by sharing workplace experiences, they get first-hand examples of how to put the company’s values into practice.

By the way, communicating about culture isn’t just about leaders creating opportunities to talk. Communication — as every married person knows — is also about listening. So as a leader, try listening at your next corporate get together. Sit back and take in what your colleagues say about your culture — you might find it an enlightening exercise.